Assessing the Effects of Smokeless Tobacco Influencer Marketing in the Rapidly Changing Media Environment

项目摘要 本申请是为了响应被标识为NOT-CA的特别利益通知（NOSI）而提交的- 20-039.母基金（1 R 01 CA 234082 - 01 A1）旨在评估社交媒体广告的影响， 影响者营销无烟产品的态度，信仰和无烟产品的使用。酒精相关 主题在社交媒体上的无烟烟草对话中很常见， 接触这些内容可以为烟草控制和酒精使用和滥用研究提供有意义的见解。 社交媒体数据可以作为有价值的措施，有针对性的营销，公共传播环境 和规范，以及其他以前未测量的与健康结果相关的背景因素， 迄今为止，还没有研究探讨以酒精为主题的无烟烟草（ATST）对人口水平的影响。 一般来说，媒体营销对无烟烟草和酒精饮料产品的启动、使用和共同使用， 尤其是年轻人。因此，拟议项目的总体目标是评估 描述社交媒体上ATST帖子的主题和来源，并分析 潜在接触ATST社交媒体关于开始、使用和共同使用无烟烟草的信息， 酒精产品，特别关注青年。本项目将通过检查 年轻人和新用户的营销策略，在一个更细的颗粒，特别侧重于酒精味无烟 产品促销和酒类主题促销。本提案与NOT-CA-20-039直接相关 公告，并符合行政补充的意图，因为它将涉及额外的 资源、数据源和专业知识，并利用NORC现有的分析基础设施 以及社交媒体研究方面的经验，以研究数字营销环境对创业的影响， 青年人同时使用酒精和烟草。我们将对两个现有数据集进行关联分析：1）社交媒体 与ATST营销相关的数据，2）来自青少年风险行为监测系统（YRBSS）的调查数据 这是一个测量高中生和中学生无烟烟草和酒精使用情况的项目。具体而言是 建议的补编的目的是：量化ATST的数量，并描述其主题和来源 社交媒体上的帖子（即，Twitter和Instagram）（目标1）;评估潜在接触ATST的影响 关于青年无烟和酒精产品使用和启蒙的社交媒体内容（目标2）。虽然父项目 旨在探索无烟烟草营销和使用在不同地区和人群中的差异， 调查了烟草控制政策等潜在因素的调节作用，我们还没有 研究与酒精有关的无烟烟草促销活动对健康的潜在影响 烟草消费和消费。通过对ATST社交媒体内容和YRBSS进行关联分析 数据，该项目将提供有关酒精相关影响的高度政策相关的科学证据。 营销环境对烟草和酒精的使用和启动在美国青年。

PROJECT SUMMARY This application is being submitted in response to the Notice of Special Interest (NOSI) identified as NOT-CA- 20-039. The parent grant (1R01CA234082-01A1) aimed to evaluate the impact of social media advertising and influencer marketing of smokeless products on attitudes, beliefs, and use of smokeless products. Alcohol-related themes are common in smokeless tobacco conversations on social media and understanding the impact of exposure to this content can provide meaningful insights for tobacco control and alcohol use and abuse research. Social media data can serve as valuable measures of targeted marketing, public communication environment and norms, as well as other previously unmeasured contextual factors associated with health outcomes, yet, to date, no studies have examined the population level impact of alcohol-themed smokeless tobacco (ATST) social media marketing on initiation, use and co-use of smokeless tobacco and alcoholic beverage products, generally, or among youth in particular. The overall goal of the proposed project is thus to assess the amount and characterize the themes and sources of ATST posts on social media, as well as analyze the relationship between potential exposure to ATST social media messages on initiation, use and co-use of smokeless tobacco and alcohol products, with a particular focus on youth. This project will enhance the goal of parent R01 by examining youth- and new user marketing strategies at a finer grain by specifically focusing on alcohol-flavored smokeless product promotion and alcohol-themed promotion. This proposal is directly relevant to the NOT-CA-20-039 announcement and consistent with the intent of the Administrative Supplement as it will engage additional resources, data sources, and expertise, as well as take advantage of NORC’s existing analytical infrastructure and experience in social media research to examine digital marketing environment influences on initiation and co-use of alcohol and tobacco in youth. We will conduct linked analyses of two existing data sets: 1) social media data related to ATST marketing, 2) survey data from the Youth Risk Behavioral Surveillance System (YRBSS) that measures high school and middle school students’ smokeless tobacco and alcohol use. Specifically, the aims of the proposed supplement are: to quantify the amount and characterize the themes and sources of ATST posts on social media (i.e., Twitter and Instagram) (Aim 1); to assess the impact of potential exposure to ATST social media content on youth smokeless and alcohol product use and initiation (Aim 2). While the parent project aims to explore differences in smokeless tobacco marketing and use across regions and populations and investigates the moderating impact of such underlying factors as tobacco control policies, we have not had the resources and expertise to study the potential impact of alcohol-related promotion of smokeless tobacco on tobacco initiation and consumption. By conducting linked analyses of ATST social media content and YRBSS data, this project will provide highly policy-relevant scientific evidence about the influences of alcohol-related marketing environment on tobacco and alcohol use and initiation among youth in the U.S.